BioSteel Guide 2025: Learn More About The Company & Products

Who Is BioSteel?

BioSteel is a hydration brand and supplement company originally founded by NHL pro Mike Cammaleri, veteran strength and conditioning coach Matt Nichol, and former sports marketer John Celenza.

Since its inception in 2009, BioSteel Sports Nutrition Inc. has produced high-end supplement products targeting athletes and exercise enthusiasts. Its original focus was to market and sell directly to professional sports teams and franchises.

The brand name ‘BioSteel’ tells you all you need to know about the brand’s focus, aka ‘Biological Steel’. The company’s core slogan is simple: Clean. Healthy. Hydration. This isn’t just marketing fluff. It commits the company to a mission to redefine sports nutrition by cutting down on the waste that beverages and sports drinks often contain.

BioSteel remains a healthier alternative to established brands like Gatorade, Powerade, and high-sugar sports drinks.

What Is BioSteel?

BioSteel is about having a beverage that is 100% safe to consume for professional athletes. It contains no added sugar, no artificial flavors, and no preservatives. Only high-quality ingredients are included in this zero-sugar alternative.

BioSteel Products

BioSteel Hydration Mix

BioSteel’s flagship product is their Hydration Mix, a form of powdered drink mix that only needs to be added to water. Electrolytes, minerals, and amino acids are all there ready to be stirred in to improve muscle function and hydrate. It’s no-sugar, vegan-friendly, and comes in multiple flavors. Hydration Mix products can be purchased in tubs, travel packs, and sachets.

BioSteel Sports Drinks

BioSteel Ready-To-Drink Sports Drinks are your on-the-go option and come pre-packaged in an eco-friendly recyclable 500 ml Tetra Pak. This is what you see most sports teams, athletes, and young professionals drinking. Its flavors include:

Protein Powders

BioSteel offers several protein mixes, including whey protein, plant-based protein, recovery protein, and recovery plus protein. These are clean protein products that differ from BioSteel’s hydration drinks and mixes. For post-workout recovery and muscle repair, these proteins are perfect with no artificial additives.

Specialty Nutrition

BioSteel offers a wide range of specialty nutrition products, including micronized creatine, sports collagen blends, sports greens, BCAAs, fermented glutamine, pre-workout, and essential electrolytes.

How BioSteel Came To Exist

The story of BioSteel began when the NHL implemented a new league-wide drug testing regimen in 2005. This was ushered in as a part of the collective bargaining agreement that year.

Founder Matt Nichol was then-Head Strength and Conditioning Coach for the Toronto Maple Leafs. In an effort to comply with drug testing, Nichol made requests to all nutrition supplement companies supplying the Leafs for information on testing to confirm that what was on the label was indeed in the product.

No company could provide sufficient documentation or evidence supporting their products’ ingredients lists were factual.

Not knowing what the Maple Leafs organization was giving its players for supplements, it was suggested to Nichol to create his own product. The result was BioSteel, a safe supplement that Olympic-level professional athletes could take without any risk of being flagged on a drug test for an ingredient the athlete wasn’t aware they were taking.

Rise In Popularity In NHL Hockey And North American Sports

From there, BioSteel started to appear throughout the NHL at first by players searching for a steady and consistent source of energy.

BioSteel was adopted early on as a beverage favored by ice hockey players, despite the fact that Gatorade was the NHL’s official partner at the time. In fact, mentions of BioSteel on Hockey Night in Canada and in other forms of media surrounding the NHL played a key role in building demand among general consumers in Canada.

BioSteel slowly built a portfolio of multiple NHL teams, NBA organizations, MLB franchises, and golfers.

The brand held an annual hockey training session at St. Michael’s College School Arena for NHL players in Toronto every August, designed to provide traditional NHL training before the typical camps began. They also hosted another community event at the high school level with the BioSteel All-Canadian Basketball Game at Orangeville, Ontario’s Athletic Institute, hosting 24 of the top high school basketball players across Canada.

Strengthening their Canadian ties, BioSteel was announced as an official partner of the Toronto Raptors in 2015.

Influencers in the sports world played a key role in expanding BioSteel’s brand awareness, securing endorsements from Patrick Mahomes, Sophia Smith, Ezekiel Elliot, Gleyber Torres, Andrew Wiggins, Connor McDavid, Nathan MacKinnon, Connor Bedard, and John Tavares.

BioSteel eventually made its way to mainstream Canadian grocery stores, sporting goods stores, and GNC Canada.

Who Is The New Owner Of BioSteel?

BioSteel Owner: Dan Crosby

The company is currently owned by a Canadian entrepreneur named Dan Crosby, and he saved the company from bankruptcy. Dan brought the company out of bankruptcy and into profitability.

Dan is also the CEO of Canadian Protein, Coachwood Capital, and the owner of Coachwood Golf & Country Club in Windsor, ON.

Find Dan Crosby on online & social media:

• Instagram
• X
• LinkedIn
• YouTube
• TikTok
• Link

The Sports Hydration Market 

The sports hydration and sports beverage market is estimated to generate global revenues of USD $38.42 billion annually, as of 2023. Of these revenues, North America collectively holds 33.5% share of the market.

Typically, these drinks are rich in carbohydrates, minerals, and electrolytes, and have been marketed towards athletes.

A large part of the reason why the industry has grown is because brands are now marketing electrolyte drinks to non-athlete consumers as well such as personalities inclined towards fitness but not professional athletes.

There are many reasons, however, why the sports hydration market is increasing its overall value.

• The number of student athletes is growing with hundreds more added in Canada and the US with each passing year.
  
• The benefits of sports hydrating drinks are clearly illustrated and verified, i.e. reducing the risk of dehydration, replacing sweat, and rebalancing electrolytes.
  
• There is a lot of innovation occurring at present in sports hydration with industry’s biggest players experimenting with zero-sugar drinks and refining formulations.
  
• An increase in people working out at home and how easy it is for most to do so has spurred a rise in energy drinks and electrolyte drinks.
  
• There is a demand for more natural beverage products, and the millennial population and others are willing to pay extra for a healthier alternative.
  
• Emerging economies, such as India and China, have an increasing sports player population and have their own consumption trends, fueling a demand for more naturally-flavored sports beverages.

Gatorade (PepsiCo)

Owned by PepsiCo, Gatorade was first developed in the 1960s and now holds 70-80% of global market share in the sports beverage industry, unlikely to change anytime soon. They are the biggest player in sports hydration, dominating markets in over 80 countries.

BodyArmor (Cola-Cola)

BodyArmor is a new player to the sports hydration scene first created in 2011 and is presently the NHL’s official sports drink. BodyArmor is also the official sports drink of Major League Soccer, the NCAA National Championship tournaments, and the UFC.

Prime (independent)

Prime is a company packed with sports drinks, drink mixes, and energy drinks promoted by influencers Logan Paul and KSI.

First released in 2022, Prime Hydration’s marketing has been a source of criticism due to its higher-than-average concentration of caffeine. Many regions have either banned or restricted the sale of Prime due to its caffeine content exceeding legal limits or it being unsafe for children.

Mas+ (independent)

Mas+ is a sports drink that debuted in June 2024 founded by professional soccer player Lionel Messi.

Mas+ is American-based. Each drink has no artificial sweeteners, artificial colors, or caffeine. This is another sports beverage in line with the current trend of flavorful, healthy drinks that curb the sugar, calories, and artificial ingredients.

Powerade (Coca-Cola)

Powerade arrived on the scene in the late 1980s as a direct challenger from Coca-Cola to Gatorade. Powerade routinely battles against Gatorade in key regions around the world to be the top sports beverage. Powerade maintains a market share of 28.5% in the sports beverage category.

Analyzing The Competition: Competing Canadian Sports Hydration Companies

• WakeWater: WakeWater is a zero-calorie, zero-sugar, and zero-sweetener caffeinated sparkling water beverage.
  
• Canada Rock Hydration: Canada Rock Hydration offers a premium electrolyte drink mix made from Canadian sea salt. It is marketed as one of the cleanest electrolyte powders on the market.
  
• SIIP Drink: SIIP Drink offers products packed with electrolytes, essential amino acids, and B vitamins, targeting athletes and fitness enthusiasts. No unnecessary additives. Made from real Himalayan pink salt.
  
• ROAR Organic: ROAR Organic offers antioxidant vitamin drinks with less than 20 calories, less than 3 grams of sugar, and a mix of unique flavors.

Cwench Hydration

There is also Cwench, a brand similar (very similar) in design and formulation to BioSteel.

Cwench Hydration is a zero-sugar, naturally-coloured, naturally-flavoured, and under-10 calories electrolytes drink brand. They’re Canadian-based, and targeting the sports hydration drink and protein powder categories.

Cwench just happens to be led by one of the original founders of BioSteel as a part of the Cizzle Group.

Where Does BioSteel Fit In Amongst All The Competition?

BioSteel is a disruptor and a brand that’s not only been rehabilitated but that has some real Canadian momentum behind it.

Clean ingredients, no sugar, and performance-focused hydration is what made BioSteel everything it was and is. It remains a disruptor and one that has caught international attention as the go-to drink for hockey players at every level, from younger teenagers to Olympic-level pros.

When BioSteel was first introduced to the market, it was Canada’s alternative to sports drinks and supplements that were loaded with sugar, caffeine, and artificial ingredients. Today, those lesser beverages continue to exist but a whole new slate of unproven and proven beverages have taken root as well. The competition is fierce.

Here’s why BioSteel is worth choosing over its competition as your most effective sports hydration solution.

1. Electrolyte Replenishment

Replace your electrolytes with minimal waste in your recovery beverage. Sodium and potassium in BioSteel rebalances your fluids. Calcium and magnesium prevents cramps and supports muscle function. Chloride maintains blood pressure and fluid levels.

2. Amino Acids

Some hydration mixes under the BioSteel name include branched-chain amino acids (BCAAs) that support muscle recovery and reduce fatigue.

3. Zero Sugar, No Crash

Medium-to-high amounts of sugar mean there’s a crash coming. There is zero sugar in BioSteel so don’t expect a post-drink sugar crash because it’s not coming. Simply enjoy the energy that comes with hydration and restorative electrolytes.

4. Caffeine-Free

Many athletes want to avoid stimulants as they may not serve your performance. BioSteel caters to this crowd by keeping its products stimulant-free and this means not even a trace of caffeine, unlike its competitors.

5. No Artificial Ingredients

Gatorade and Powerade pack in artificial colors, artificial flavors, and sugar to provide the body with what some think is an energy boost but it’s not a healthy one and it’s not long-term sustainable. BioSteel is free from artificial colors and flavours, and, as mentioned, has no sugar.

6. High-Quality Ingredients

In spring 2025, BioSteel earned an NSF / ANSI 455-2 GMP and NSF GMP certification, representing the gold standard for quality and safety in sports nutrition ingredients. It’s certifications like this that reinforce BioSteel’s trust among professional athletes who want to prioritize their health and performance.

Sports Hydration Drink Ingredients

BioSteel Ingredients

BioSteel ingredients vary depending on the drink type.

• Medical ingredients: The supplement contains a vitamin B blend that includes biotin, choline (choline bitartrate), vitamin B12 (cyanocobalamin), folate (folic acid), inositol, niacin (vitamin B3), pantothenic acid (calcium D-pantothenate), vitamin B6, riboflavin (vitamin B2), and thiamine (vitamin B1). It also features an amino acid blend with L-leucine, L-valine, L-isoleucine, glycine, L-glutamine, and taurine. Additionally, the formula includes essential minerals such as calcium (calcium carbonate from lithothamnion pp.), magnesium (magnesium citrate), potassium (potassium citrate monohydrate), and zinc (zinc hydrolyzed vegetable protein chelate).
  
• Non-medical ingredients: The supplement also contains citric acid, natural flavours, sodium chloride, sodium citrate dihydrate, fruit and vegetable blend, purified stevia leaf extract, and lecithin.
  

Gatorade Ingredients

Gatorade contains water, sugar (sucrose), dextrose, citric acid, salt (sodium chloride), sodium citrate, monopotassium phosphate, natural flavor, modified corn starch, colorings (such as yellow 6 and blue 1), ester gum, glycerol ester of rosin, and sucrose acetate isobutyrate.

BodyArmor Ingredients

BodyArmor contains filtered water, pure cane sugar, coconut water concentrate, citric acid, electrolytes (such as dipotassium phosphate and magnesium oxide), natural flavors, and a blend of vitamins and other ingredients. Electrolytes may include potassium citrate, potassium chloride, sodium lactate, and calcium carbonate.

The vitamin blend includes ascorbic acid (vitamin C), niacinamide (vitamin B3), calcium D-pantothenate (vitamin B5), alpha-tocopheryl acetate (vitamin E), pyridoxine hydrochloride (vitamin B6), folic acid (vitamin B9), cyanocobalamin (vitamin B12), and vitamin A palmitate (vitamin A). Additional ingredients include vegetable juice concentrate (for color), gum arabic, ester gum, zinc oxide, beta-carotene (for color), stevia rebaudiana leaf extract, glycerol ester of wood rosin, and guar gum.

Prime Ingredients

Prime drinks, including Prime Energy and Prime Hydration, contain filtered water or coconut water, electrolytes such as sodium, potassium, and magnesium, and a variety of B vitamins. Prime Energy also includes caffeine, sweeteners like sucralose and acesulfame potassium, natural flavors, L-theanine, taurine, and glucuronolactone. Prime Hydration features a BCAA blend with L-isoleucine, L-leucine, and L-valine, along with vitamins such as vitamin E and vitamin A.

Additional ingredients include sweeteners (sucralose and acesulfame potassium), natural flavors, and gum acacia.

Mas+ Ingredients

Mas+ by Messi contains a blend of electrolytes, vitamins, minerals, and antioxidants, along with natural flavors and no artificial sweeteners or colors.

Key ingredients include electrolytes such as sodium, magnesium, potassium, and calcium; vitamins B3, B6, B7, B12, C, and E; and minerals like sodium, calcium, zinc, potassium, and magnesium. Antioxidants include vitamins C, E, and A.

The drink also contains natural flavors, cane sugar, stevia sweetener, filtered water, citric acid, potassium citrate, calcium lactate, magnesium sulfate, sodium citrate, and sea salt.

For color, it includes tomato juice concentrate, huito juice concentrate, and beta carotene.

Powerade Ingredients

Powerade contains water, sugar or glucose-fructose, citric acid, salt (sodium chloride), sodium citrate, and various minerals and vitamins including potassium phosphate, magnesium chloride, and calcium chloride.

It also includes natural flavors and colorings. Additional ingredients may include ascorbic acid (vitamin C), cyanocobalamin (vitamin B12), vitamin B3 (niacin), vitamin B5 (pantothenic acid), and vitamin B6 (pyridoxine).

Some Powerade products may also contain maltodextrin, preservatives such as potassium sorbate and sodium benzoate, and colorings like quinoline yellow, sunset yellow, tartrazine, brilliant blue, and red 40.

Certain versions, such as Powerade Zero, may include artificial sweeteners like sucralose and acesulfame potassium, as well as calcium disodium EDTA to protect color. Electrolyte content includes sodium, potassium, calcium, and magnesium.

Where Can You Buy BioSteel?

You can purchase BioSteel pretty much anywhere in Canada, I see it all the time in Circle K, Shoppers Drug Mart, Walmart, SportCheck, Real Canadian Superstore, Canadian Tire and about 25-20 other locations plus online on Amazon and the BioSteel website.

Check out the image below for the full list of retailers across Canada and the store locator map.

BioSteel Vs Cwench

Firstly, what the hell is Cwench & what do they have to do with BioSteel? Let me fill you in!

Cwench is a new Canadian supplement company (similar to BioSteel) and they also sell sports hydration drinks and protein powders. They were formed in May of 2024, by the Cizzle group and one of the founders is an original founder of BioSteel.

What’s Next For BioSteel?

The future of BioSteel is to not only continue its rebuilding phase under new ownership but to send it soaring to greater heights.

The consumer demand is still present for a healthy, clean, and functional sports beverage, and BioSteel is well-positioned to be a top player in Canada’s beverage space.

Under Dan Crosby, the company just established its new manufacturing facility in Windsor, Ontario, receiving a National Sanitation Foundation (NSF) certification, ready to meet the stringent demands of professional athletes and leagues all over North America.

The facility is able to produce over 100 million stick packs a year and up to 10,000 containers of BioSteel powder per day. While its powders are produced in Windsor, all of its sports drinks will continue to be produced in Aurora, Ontario, as they’ve been since 2020.

There are several paths down which BioSteel may opt to travel to continue growing its name. Youth sports sponsorships and community development remain a focus, ensuring that Canada’s next generation of athletes are BioSteel drinkers.

BioSteel continues to scale up and maintain an aggressive product awareness and accessibility campaign with beverages available at Costco, Walmart, and major Canadian stores in various categories.

The growing list of fitness and wellness influencers online is potentially an opportunity to reach out to new demographics in new territories. BioSteel is already seeking out partnerships with nano- and micro-influencers, including a 6-year-old hockey prodigy with 15,000 Instagram followers to a former minor-league-hockey-enforcer-turned-podcaster Daniel “Diamond Hands” Amesbury.

The potential for a global expansion into areas in Europe, Asia, and South America suggest promise. At present, up to 90% of BioSteel’s sales are from Canada, though Crosby has suggested a plan to target US distribution in hockey-centric markets in the northeast and Midwest.

There is also the possibility for new product development, such as with their February 2025 launch of an iced tea lemonade flavor, and innovation in this space.

Despite past financial turbulence, BioSteel has built itself back up and continues to be a must-have beverage for the pro-level athlete in all of us. Whether you are lifting at the gym, training for a marathon, pride yourself on being a weekend warrior, or are a professional athlete, hydrate with clean, trustworthy tastes and ingredients made in Canada with BioSteel.

BioSteel Frequently Asked Questions: